Google Maps turns 20, adding AI features, and new countries that beat Apple

Two decades ago, Google Co-Founder Larry Page He had an idea that would forever change the way we navigate the world.

“Larry drove some of these streets with a video camera and handed it to someone and said, 'Hey, what can you do with this?'” said Maria Biggs, technical program manager for Google Street View, a prominent feature in Google Maps. .

In a car equipped with the latest Street View camera, Biggs took CNBC on a tour near Google's headquarters in Silicon Valley. First introduced in 2022, it is the first camera model that can be added to any car, rather than built into the car.

“We're going to Hawaii with the next-generation camera systems because we won't have to charge the whole car,” Biggs said. “We can just put the camera system in a box, ship it there, and then rent the car when we're there.”

Biggs said the new technology will allow Google to update data in some places for the first time in 10 years.

“We will be able to move these cameras around easily and have more freshness in our maps,” she said.

With more than 2 billion users per monthGoogle Maps is the world summit Navigation application. As Maps approaches its 20th anniversary in February, Google is working hard to maintain that lead, with the help of new cameras, as well as generated artificial intelligence.

Smarter cameras allow Google to make updates for dozens of countries. It also maps at least three new countries – Bosnia and Herzegovina, Namibia, and Liechtenstein. Street View cameras are an important part of how Google collects data for its maps app, but they also rely on satellite images, aerial photos, and information from more than 1,000 external sources, such as local governments and users. Google's comprehensive data collection system allows it to offer maps in more than 250 countries and regions.

Gemini also enables voice reporting in Waze, which Google acquired in 2013 For $1.3 billion. This data is fed into Google Maps to help alert drivers in both apps about hazards in real time.

“We hope our products help people navigate more confidently and safely,” said Chris Phillips, vice president and general manager of Google Geo, the division that runs the maps app. Waze also helps improve road safety by “letting people know that a particular street had problems in the past, and we've seen a noticeable change in people's behaviors when they drive on those streets,” he said.

Waze is also known for offering alternative routes.

“We'll give you some provocative maneuvers along the way,” when it comes to “beating traffic and getting around,” Phillips said.

But there are alternative methods too Traffic aggravation In some neighborhoods, small roads may not be equipped to handle so many cars.

Phillips said Google only uses public roads and works with local authorities to adhere to the rules for specific streets.

“The use of these navigation apps, whether built-in or on smartphone devices, is almost universal,” said James Hodgson, who covers automotive at ABI Research.

One problem currently is that technology targets each user individually, Hodgson said. To improve efficiency, “we're approaching a point where we need a broader, almost fleet-wide view,” he said.

Hodgson said the main “perception hurdle” Google faced was related to data privacy.

Identifiable information such as faces and license plates on Google Maps is blurred, and users can Require an area to be darkened in Street View to prevent dangers like thieves analyzing their property.

Users can also turn off location history or delete places they have visited. Certain places like Abortion clinics or domestic violence shelters They are automatically deleted. In December, Google started keeping location history on devices Instead of the cloud, Which makes it more difficult to Authorities to access location history.

How much Google spends and earns on Maps is shrouded in secrecy. Parent company Alphabet does not roll out maps into its system Earnings reports, and integrated with other services such as search and YouTube. One of the only estimates comes from 2019 Morgan Stanley The report expects map revenues to rise from $2.95 billion in 2019 to $11 billion in 2023.

Revenue is largely based on a model Google knows well: advertising.

“We're always focused on giving people a result, when they're searching for a restaurant or a place, that precisely fits what they're looking for,” Phillips said. “And merchants have the opportunity to actually pay for ads to have their place appear on that list.”

Google also makes money by selling an API that contains detailed data Solar companies are looking for new customers. It contains high-resolution images, measurements, elevations and shading of building roofs for about 480 million buildings in 40 countries.

Google sells access to Maps platform For companies including Wayfair and domino. Developers have used it to create more than 10 million websites and apps for things like food delivery, ride sharing, and real estate. For example, in 2019, Uber He said that Paid Google $58 million Mapping technology over the past three years.

Google Android operating system for carsUsing maps, he also makes money. It powers the infotainment systems in many cars Polestar, Volvo, Honda, GM and Ford.

With the proliferation of robotaxis, accurate mapping has become crucial, and a huge opportunity for Google.

Waymo is owned by Alphabet It dominated the robotaxi market in the United States In 2024, passengers in Phoenix can request a fully self-driving car directly from the Google Maps app. Robotaxis also presents the possibility of a virtuous cycle.

“I think Waymo's ambition, and something we're seeing from almost every provider of autonomous vehicle platforms, is to try to close that loop and use the same vehicles that leverage the map to also contribute to creating that map,” Hodgson said. “This is the future of autonomous driving mapping.”

Watch the video He learns more.